Why ask Why in Your Marketing?
I should hope so!
Why are you doing this?
These three questions are what goes through the minds of your prospects every time they see a promotion from you.
Can you answer those 3 questions? If you can, excellent - you are probably doing very well in your marketing.
If not, let's look at this in detail.
Q - So what?!
A - Your prospects are getting hammered with advertising and marketing messages on a daily basis. So, why should they take their valuable time to read yet another (yours)? Every claim you make, every mention of a feature or a benefit has to pass the SO WHAT test. If you aren't answering that - you are going to lose them.
Q - I should hope so!
A - Don't be the company that claims "Excellent Service, Free Quotes, On Time Delivery" or any other silly statement like that. In this day and age - if you aren't providing good service, delivery and giving free quotes - you're toast. It is expected now - and it is NOT a competitive advantage.
Someone should tell this to the Yellow Page sales reps out there... it seems to be the only thing they tell their clients to use in their ads! Don't believe me? Read the yellow pages in your industry - is every one of them the same? Same old "I should Hope so!" claims? Be different and offer something different. You want them to say "WOW, I didn't expect that!" - you make them say that instead and you are now different - very different.
Q - Why are you doing this?
A - The reason why is probably the most powerful thing you can address in your marketing. Tell them why you are in business, why you sell what you sell, why you are different (but make it something they don't say "I should hope so!" to), why you are marketing to them, why you are offering them a discount, why they should buy now.
Give them a solid reason why they should do business with you - and they will.
You want to make it so they say to you (as one person recently said to me about a letter I wrote)...
"You Just Made It a No-Brainer... and I couldn't say no!"
Address all of these 3 questions in your marketing and you will experience phenomenal success in your market. Why? Because no one else is doing it - and you will be the only one talking to your prospects in the language they want to be spoken to in.
That's why!
P.S. If you are in the Calgary area (or as a sample of reason why) - I have condensed down my 2 day workshop into a 5 hour one - www.SalesLetterSuccess.com - check it out and let me know your thoughts. Thanks, Troy
Troy,
Your workshop looks fabulous. If I were within 200 miles, I would attend. By the way, I agree that the sales letter is key. I am in my second-dozen revision and continue to revise, revise and revise, even though my letter gets a fair response. As an author and a free-lance writer in my non-consulting hours, I know the letter can always be improved.
Lewis Green, Founder & Managing Principal, L&G Business Solutions
Posted by: Lewis Green | November 01, 2005 at 08:04 AM